Saif Sayed, New Delhi
To create awareness and generate TOM in the TG & in turn drive traffic to sales. It was for the first time for the brand to launch itself and its products here in India. Executed by MOMS, the campaign made sure that the new entrant makes itself heard and reaches out to as many people as possible.
The Chinese smartphone maker left no stone unturned to be visible and in the process took aid of massive print and outdoor medium. The campaign included two smartphone models, the Le 1s with a tagline 'Smarter than genius' and Le Max 'Go big go bold' .
Keeping in mind the sales trend in the mobile category. The campaign was rolled out in top cities like Mumbai, Delhi, Bangalore, Hyderabad, Kolkata, Pune , Ahmadabad & Chennai. These cities cater to the brands target audience, because consumer here are highly experimental willing to try out new options in the market. The idea behind the campaign was to generate impact , high reach on key arterial roads & market places to target the TG.
A very high burst of impactful billboards, Unipoles, Gantry and street furniture's were used to target the Le 1s TG along with mall media & airports to cater to Le Max were used for the campaign to create the necessary buzz in the respective cities. Overall 377 medias were placed in strategic locations to target the TG.
LED & Neon display was incorporated on the billboard at key strategic locations for the Brand logo and features to enhance the registration.